Tinder expands presence in Australia and Asia with new marketing hires

The dating app is aiming its marketing at Gen Z

Tinder has hired three new marketing executives as it continues to expand across Australia and Asia.

The dating app has appointed Kristen Hardeman as the new country manager of Australia, as well as Hiroko Kujime and Giuliano Octavianos as marketing and business development managers in Japan and Indonesia respectively.

Hardeman will be responsible for overseeing marketing operations in Australia and building the brand strategically in market. Kujime and Octavianos will develop and execute strategic marketing initiatives for Tinder and optimise local campaigns for brand growth across Asia.

Prior to joining Tinder, Hardeman led consumer marketing for Intel Australia for five years, where she used marketing initiatives and strategic partnerships with the Sydney Opera House and Vivid Sydney to grow the brand and reach new audiences.

Hardeman also has extensive experience leading accounts at notable creative agencies in Sydney and New York including The Monkeys, Saatchi & Saatchi, and JWT. She worked across a broad range of sectors from technology to entertainment, banking, not-for-profit, FMCG and new business.

“When Tinder entered the market six years ago, it completely changed how people meet and date all over the world,” Hardeman said.

“I’ve been able to see first-hand how it has impacted social culture here in Australia and I couldn’t resist the opportunity to join such a trailblazing brand.”

Tinder CMO, Jenny Campbell, said as a brand that is at the intersection of culture and dating, Tinder was eager to find someone who understands the mindset of the Gen Z audience and who can help it reach them in an authentic way.

“Kristen’s background in creating unique experiences and strategically marketing to new audiences for the Australian market made her the perfect choice for the country manager role at Tinder,” she said. 

Launched in 2012, Tinder has people in more than 190 countries around the world swiping right to connect with others. Each day, 26 million matches are made on Tinder with more than 30 billion matches made to date.

In December 2014, Tinder had zero paying members but now boasts of more than four million subscribers, making it a top five grossing non-gaming app globally.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu   

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

yo nice article

Bob

6 Ways to ramp up Social Media to Your Web Design

Read more

Blog Posts

9 lessons from 7 months of relentless failure

The most innovative organisations embrace failure. Why? Because it is often through failing the most creative out-of-box thinking happens. And with it comes vital learning opportunities that bring new knowledge and experience into teams.

Jacki James

Digital product lead, Starlight Children's Foundation

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

Sign in